Today AdGooroo announced the addition of new Product Listing Ad (PLA) data to our SEM Insight™ service, including the ability to view competitors’ spend estimates and campaign performance stats like CPCs and CTRs.
Keeping in that spirit, we decided to look at recent PLA campaign performance to gauge which advertisers have the most momentum heading into the Holiday Season.
To do so, we examined weekly PLA Share of Voice based on impressions from August 31 to October 12, 2014 for the Top 10 PLA advertisers based on spend on a keyword set of 2,879 top retail keywords. Those advertisers are Best Buy, Home Depot, Macy’s, Microsoft, Overstock.com, Sprint, Staples, Target, Verizon Wireless and Walmart.
Best Buy is the clear leader among the ten advertisers, generating the most impression share in 5 of the last 7 weeks as well as the most total impression share over the 7-week period. The only other advertisers to lead in impression share were Target in the first week (August 31) and Verizon Wireless in the 4th week (September 21).
Throughout the period Target competed closely with Walmart, ultimately edging out its competitor in the most recent 4 weeks.
Verizon Wireless significantly increased its PLA impression share in the middle 3 weeks, averaging a 13.44% impression share compared to an average of 4.8% in the first and last 2 weeks of the period.
Other advertisers that saw surges during the 7 weeks include Sprint in the week of October 5 and Macy’s in the week of October 12.
Breaking it down further, we also looked at a performance comparison across all 10 advertisers:
Best Buy spent nearly $6.7 million on ads generated by the keywords examined—far more than any other advertiser—and generated the most impressions and clicks as well. However, Target overall had the most efficient campaign on the strength of its $1.21 Cost Per Click, the lowest of all 10 advertisers, and its 14% ad coverage—the highest of all. (Ad coverage measures the percentage of time the advertiser’s ad shows up on the Search Engine Results Page). As such, Target spent $465,000 less than Walmart, but gained more than 4 million more impressions and 150,000 more clicks. At 6.33%, Verizon Wireless had the highest Clickthrough Rate, but the lowest Coverage, 1.05%.